Direct marketing guidance

The IPA is recommending its members to read the Information Commissioner’s Office (ICO) latest guidance on direct marketing to help agencies comply with the law and treat consumers responsibly.

18/12/2013

The guidance includes a useful direct marketing checklist and a simple guide to the different rules which relate to automated marketing calls, texts, emails and faxes and mail.

Says Richard Lindsay, Legal Director, IPA: “The guidance is a helpful document which gives useful examples to help businesses understand how to comply with both the Data Protection Act and the Privacy and Electronic Communications Regulations, both of which can apply to direct marketing campaigns. The guidance is not legally binding but does take a narrow ‘best practice’ approach. Agencies involved in direct marketing with their clients would be well advised to read it.”